Contents
UFI – The Global Association of the Exhibition Industry promotes, represents and serves the interests of the world’ s leading show organisers, fairground owners and operators, major national and inter national associations of the exhibition industry and industry partners. As a non-political and non-profit organisation, UFI’ s main goal is to serve the exhibition industry worldwide and to emphasise its unique marketing characteristics for the development of world trade.
Present on six continents, in 84 countries, UFI is a unique and neutral forum for dialogue dedicated to all professionals involved in the trade fair business. Serving the exhibition industry since 1925, UFI applies its professional experience and renown to providing its members and the industry with the extensive know-how required to meet the challenges of ever-changing needs. Being a member of UFI is a proof of quality and international recognition. Over 4,500 tradefairs and exhibitions are organised by its members. More than 900 of these are international exhibitions, approved by UFI, based upon strict and exacting quality criteria, assuring excellent services for the benefit of exhibitors and visitors.
In this issue:
Far left, top: Keeping the meetings motor running, p14
Left: Women in Exhibitions, 2025 Global Summit preview, p11
Far left, bottom: Specialists helping to shape the future, p42
Left: Photo action from IMEX Frankfurt, p50
UFI President: Hugh Jones UFI Managing Director / CEO: Chris Skeith, OBE UFI Head of Marcomms: Pierre Aurelien Vidon
17 rue Louise Michel 92300 Levallois-Perret, France Tel: + 33( 0) 1 4639 7500 Fax: + 33( 0) 1 4639 7501 Email: info @ ufi. org Website: www. ufi. org
UFI Asia / Pacific Regional Office: Suite 4114, Hong Kong Plaza 188 Connaught Road West Hong Kong, S. A. R Tel:( 852) 2525 6129 Email: asia @ ufi. org
UFI Middle East / Africa UFI MEA Office Info Salons Middle East Office Sheikh Zayed Rd City Tower 2, Office 2001A PO Box 58580 Dubai, United Arab Emirates Tel: + 971( 0) 4 331 7180 E-mail: mea @ ufi. org
UFI Latin America Corferias Cra 37 # 24-67 Auditorium Second Floor Bogota, Colombia Tel: + 571 3445486 E-mail: anamaria @ ufi. org
The opinions and views expressed in Exhibition World do not necessarily reflect UFI policy or position.
NEWS & OPINION
5
Editor’ s Note 6-7 Global Snapshot 9 UFI: CEO Chris Skeith
FEATURES
11 Women in Exhbitions Global Summit: A preview of the July event at Excel London
13 Tips from ASP: Five common errors that can destroy website traffic
19 Uniqode explores the untapped potential of QR codes in modern event experiences
26 Exhibitions in a tariffed world: Baris Onay shares highlights from his Cairo UFI conference session
28 The future of events in MEA: Jochen Witt shares some valuable data and insights on the region’ s performance
34 Blackout: Theo Reilly reports on how the show went on in Spain despite a recent power cut
INSIGHTS & INTERVIEWS
15 Stateside with Stephanie: Our correspondent explores the role of customer advisory boards
16 SISO CEO Summit: Organisers think big in Texas
31 AI marketing momentum: RainFocus CMO Ashleigh Cook takes us on the full journey
47 Taking an adaptive approach: dmg events’ president Matt Denton offers insight on successfully working in the Saudi market
THINK TANK
21 The basics of due diligence: GMA CEO John McGovern with advice for buyers and sellers
32 German Barometer: flags some legal clauses to consider when booking a venue
41 Shift towards‘ skin in the game’ partnerships: tfconnect MD Miranda Martin asks, where are the entrepreneurs hiding?
www. exhibitionworld. co. uk Issue 3 2025 3